"We're proud of the impact we've been able to make in such a short amount of time, but we've just scratched the surface," adds James. "Something Special is a natural extension of the brand, as I am always looking for new avenues to celebrate cultural histories and timeless design." At the Pledge, the entrepreneur notes that they are homing in on growing their Business Equity Community, which now has over 1,500 Black businesses and eases connectivity between retail partners and Black brands-and they are also bringing on more companies across all industries. "I am enjoying expressing my creativity and becoming even more intertwined with my artisan partners," she says. With the launch of Something Special, James is even more excited about how her businesses will continue to branch out. "Too many of those statements were filled with promises or one-off donations with no transparency on how each company would hold themselves accountable to their commitments." As a result, James took matters into her own hands with her social media post, tagging some of the biggest retailers across the globe, and writing, "We represent 15 percent of the population and we need to represent 15 percent of your shelf space." The call-out turned into the launch of the Fifteen Percent Pledge, an organization dedicated to ensuring Black brands are represented in stores, "because the corporate playbook of releasing statements and writing one-time checks was not enough." She explains that the Pledge is not "a quick fix or band-aid solution for companies it's a tangible, contractual commitment to tackle the systemic inequities that have historically locked Black businesses out of economic opportunities." "After the murder of George Floyd in 2020, countless corporations issued statements of solidarity claiming they stood with the Black community," James says. James founded the Fifteen Percent Pledge, a non-profit advocacy organization that initially began as an Instagram post, to combat the injustices Black people face in the world. "I launched Brother Vellies in January 2013 with a goal of promoting the amazing work of these and other artisans, always making sure their work stays authentic, recognized, and supported," the fashion designer says. After helping a workshop in South Africa with their design of veldskoen shoes, also known as Vellies, she created her Brooklyn-based brand and began selling shoes at a market on the Lower East Side. She also heard about the multigenerational business owners' fears that their shops would end up closing due to boosts in mass production. "I was always fascinated by beautiful things, and I got the idea for my sustainable accessories line while backpacking through Africa in my 20s." During this trip in 2011, James drew inspiration from the locals, as she witnessed how they pieced their garments together. "My mother always said that fashion was a tool for women to communicate with each other about how they're feeling and their culture," she says. From a young age, Aurora James, the founder and creative director at Brother Vellies, knew that fashion played an important role in the world.
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